Stop networking like everyone else

After my article Designers ditch networking groups I had a myriad of responses. Many agreed they had wasted time on networking groups. Others said it was successful. Most said they sold design services in the networking groups.

So here’s the thing.

To break the cycle of selling design services we need to talk about design impact. Why impact over value? Because value is subjective – what you value often differs from what clients value. But impact can be measured. When you focus on demonstrable business impact within specific industries, conversations shift from cost to return on investment.

If you choose to join a general networking group like a Chamber of Commerce, Local Business Chamber, BNI (Business Network International) or Small Business Network you are not in control of the leads generated. They will be controlled by the referees in the group.

This is fine if you want to stay a generalist, but if you want to get into impact pricing you need to show expertise in specific industry sectors. That needs a different type of networking. Some of the feedback I got supported this approach.

Let’s look at how that might work

Assume you have done a branding project for a courier company. In the logistics industry they are referred to as the ‘last mile delivery’. You can show how you have helped build a successful brand. Your discovery phase gave you insights into the logistics chain and a broad understanding of the industry.

We can build on this.

The logistics industry in Australia is worth approximately $138b. The top five players are worth $25B between them. This information from a IBIS World/ChatGPT search shows the industry and its players are of a size that can easily sustain large campaigns. The B level players such as Kings Transport, CTI Logistics and Mainfreight have respective revenues of $155m, $321m and $1.27b.

There are a host of players in the sub $50m revenue where the comms and marketing are more likely in need of external help.

Breaking into the logistics market

The base level of networking is with LinkedIn. Finding the Marketing and Comms managers is the start point. Then do some research on the industry. It didn’t take long to uncover this report on The Economic Significance of the Australian Logistics Industry. Read and analyse this report and convert it into 3 or 4 LinkedIn posts that show how design can be used to address the issues under the heading Current issues in Logistics on page V. Using LinkedIn this way is an internal cost and much cheaper than paying for networking group fees.

Use these posts as prompts when you reach out to the marketing and comms people with connection requests. I have looked at some of the people in these categories and can see they are connected to designers; they are design buyers.

Every connection should be contacted to set up a face to face or Zoom call to discuss their issues and how design can be used to help them.

Getting in their face

The next stage is to immerse yourself in the industry. If you’re going to network it should be direct with potential clients in industries where you have knowledge and a track record. Here’s a list of logistics industry networking functions where you can get a chance to get in their face.

You can use this list to get face-to-face in a number of ways.

Align them with your strategic priorities
If you are pursuing long term campaign work ensure you have thoughts on what needs to be done to improve the industry and individual players.
Leverage subcommittees / working groups
Many associations have technical subgroups (e.g. sustainability, safety, ports). Joining these will give you deeper exposure and influence.
Attend site visits, not just conferences
Being on the ground (warehouses, ports, depots) gives practical insight, new relationships, and credibility.
Volunteer or speak
Offer to chair sessions or present at events — that raises visibility and builds your network more than just attendance.
Use the digital / member-only portals
Many associations host forums, directories, member matchmaking services, job boards. Be active there.
Join both broad and niche
You might be in a national, general logistics association and in a vertical or state transport group to cover all bases.
Track ROI on time input plus membership / events

For each group, monitor whether you get leads, partnerships, insights, or policy access to justify the investment.

A networking roadmap for designers

This approach gives a roadmap for using networking to gain long term new business. Revamp this roadmap to work for industries where you have built up expertise.
Ready to build your new business strategy? We have everything from an ebook on using LinkedIn to one-on-one sessions that build the roadmap, or a three month program to review costing, pricing profit and new business development.

We are keen to hear your stories. Let’s talk. Contact Greg.

Greg Branson

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What clients want from a designer — survey-based research that details the expectations clients have of designers, which helps designers use that knowledge

About Greg Branson

Greg’s passion is the research and development of methods that improve design management and the role of design in business.

His longevity is in his ability to change and adapt. Greg’s career as a traditionally-trained photographer; became an academic, teaching photography to design students. He co-founded and ran Mackay Branson design (for over 25 years) until, recognising an area that he loved – design management – was not an area traditionally covered in design education. This lead to him founding Design Business Council. Since then he has worked alongside hundreds of Australian creatives helping them manage their business better.

Greg has sat on the AGDA Victoria and National councils, on a number of University and TAFE Advisory Boards and helped rewrite the VCE Visual Communication curriculum.

Outside of DBC, he is a passionate analogue photographer who spends an inordinate amount of time in his darkroom. You can follow his work on instagram @gregurbanfilm

Always happy to chat, he can be contacted here.